Parks PointsSecurity Dealers Should Leverage Innovation of DIY Products
by
Dina Abdelrazik |
A number of market developments and trends are impacting the residential security industry and many new solutions were debuted at CES. Traditional security providers are facing increased competition from point solutions such as the all-in-one camera. While the emergence of smart home products extends the value of a security system, it also increases competition, as smart devices are often sold independently of a traditional security system. Many of these solutions are self-installable, meaning consumers increasingly will become accustomed to self-installing systems. The rise of new DIY offerings in the past year alone illustrates the push to address this market. A steady growth trend towards self-installed systems is being experienced. Self-installed systems have slowly been taking a larger share of the overall security systems market. They remain, however, in the minority. Nearly three-fourths of the overall market is still untapped (households with no security systems active). Furthermore, roughly 80% of broadband households do not have professional monitoring. This serves as a huge opportunity for disruption. To push the needle beyond current adoption, newcomers are entering the market with alternative approaches and current incumbents are adapting their offerings to expand their current consumer pool. Market expansion efforts follow three general approaches — expanding opportunities from the top tier of the market through feature rich and high utility products, the middle through alternative business model offerings, and the bottom through low price offerings with fewer functionalities. Efforts to expand the market at the top tier include adding additional value and incremental dollars to the affixed RMR associated with professional monitoring in the form of interactive services and home controls. Expansion from the middle tier of the market targets the “wavering core”, consumers who care for peace of mind, but are not entirely receptive to the traditional security offering. This segment is captured through alternative business models that provide options outside the classic pro-install, long-term contract model. These alternative approaches include ad-hoc monitoring, self-install, and no-contract solutions. Luring the bottom tier of the market are solutions that appeal to price-sensitive consumers. Security is increasingly becoming more affordable, accessible, and user friendly. Last month at CES, a plethora of companies came together to showcase their latest and greatest products. DIY home security solutions were on display, aiming to give consumers the option for a low-cost solution:
Point solutions that act as both complimentary and competitively with security systems, such as cameras, locks and lights, are enhancing with features such as voice, AI and video/audio analytics. In addition, smart home devices are becoming renter-friendly. Products that fall under this category and were featured at CES include:
Market Evolution The residential security landscape and its offerings are changing in many ways. Defining a traditional security system is becoming increasingly challenging — market entrants and new offerings are continuing to challenge what “traditional security” is. However, the core value proposition of providing peace of mind, safety and security still remains. Dealers have the opportunity to leverage innovation coming from product manufacturers, but this requires the industry to expand beyond the architecture and supplier base for security control panels. Directly connecting smart products to central monitoring services, for example, presents an opportunity to expand the market by addressing the needs of those not served by the professionally monitored security channel. New alternative business models are necessary to push the security industry forward overall and will have a profound impact on the opportunity for market expansion. This article was published on Security Sales & Integration.
Dina AbdelrazikContributing Analyst INDUSTRY EXPERTISE: Residential Security, Smart Home Products and Services, Smart Home Strategies, Voice Technology Devices and Platforms Dina leads Parks Associates residential security research and is a member of the connected home team. She has authored numerous reports covering topics such as home security market trends and competitive landscape, voice assistant technologies, smart home strategies, and technology solutions for seniors. She leads custom research projects on connected home topics and is a certified focus group moderator, with training from the Burke Institute. Dina earned her MS in Marketing, with a concentration in Marketing Analytics, from the University of Texas at Dallas and a BA in Advertising from Southern Methodist University. |